Casual Friday - Characterization - Radiant

The Radiant Blog

Posted by Andrew VanderPloeg

Note: We debated whether to post this video or not but we thought we'd take a risk because it's such a good ad - just be sure to wait until the end, we trust it will qualify any concerns you may have with the beginning few moments.

The reason I wanted to post this today was because there's actually a really good communications lesson inherent in this commercial. The company that made this video has done a wonderful job of creating a personality out of something we take for granted most every day. They've created a character that is sad and offputting and yet pathetic - someone we are sympathetic towards - and in the end, someone we can be happy for as he finds validation.

The lesson here is that using a personality to communicate an idea that people are indifferent to can be a powerful communications tool.